Consider that, today, more than 70% of Americans use social media—up from only 5% tallied in 2005, according to the Pew Research Center. A handful of key players in the space continue to rule. Social Media Examiner's "2017 Social Media Marketing Industry Report" revealed that the top platforms used by marketers are Facebook (94%), Twitter (68%), LinkedIn (56%), Instagram (54%), YouTube (45%), Pinterest (30%), and Snapchat (7%). So what's in stor for 2018?

Yahoo Brings Mobile Audience Targeting to Native Advertisers

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Yahoo announced that in addition to Yahoo data, first-party CRM data and third-party data advertisers can now use more than 40 Flurry Personas, such as "Business Travelers" and "Social Influencers," to reach the right mobile audiences through Yahoo Gemini, Yahoo's mobile search and native advertising marketplace. Flurry from Yahoo builds Personas based on users who are particularly heavy users of particular apps.

According to Yahoo, a test with a global CPG company, using Flurry Personas to target mobile campaigns created lift from 5 to 12 points for all major brand KPIs. Applying Flurry Personas caused a 14 point lift in unaided brand awareness, a five point lift in purchase intent, and a 12 point lift in brand usage compared to regular mobile campaigns.

Yahoo Gemini advertisers with managed accounts can get started using Yahoo data and Flurry Personas for their mobile campaigns today, at no extra cost.